Modifying the technology acceptance model to investigate behavioural intention to use augmented reality

Online retailers are employing interactive technologies to reduce the risk of online purchases. Augmented reality (AR) serves this aim by placing virtual 3D objects (eg, new furniture) into the consumers’ homes. This study investigates the consumer’s acceptance of AR applications via a modified Technology Acceptance Model (TAM). Also, we examined the effect of products associated with either high or low financial risk on the relationship between perceived usefulness and behavioural intention. We conducted a single case study with a field between-subject design. The results confirmed the relationships in the modified TAM. In particular, enjoyment had both a direct and indirect positive effect on the behaviour intention of consumers to use the AR app in the future. However, product type did not have a significant effect.